Taking An Authentic Approach To Digital: The Value Of Brewdog’s North Star
summary
BrewDog defines a North Star — “connected by beer” — to unite retail, bars, e‑commerce and grocery around community not just revenue, with a 10x active‑community target and currently 2x from where we started. A company‑wide data platform ingests tills payments WMS and ecom to deliver a single customer view, self‑serve analytics, marketing automation and predictive models. An ML project called next best beer overturned internal assumptions, improved engagement, and enables customized beer flights and loyalty‑driven cross‑channel actions.
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chapters (10)
- 0:00Introduction and BrewDog overview
- 2:57What is a North Star?
- 5:04Why BrewDog needed a North Star
- 7:55Defining BrewDog’s North Star
- 12:53North Star in practice at BrewDog
- 19:37Impact on BrewDog’s data strategy
- 23:13Next Best Beer and personalization
- 25:45Customer-facing improvements
- 28:35Key advice on implementing a North Star
- 29:37Q&A and closing remarks
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